market penetration of printing peripherals

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A

PROJECT REPORT

ON

MARKET PENETRATION OF PRINTING PERIPHERALS

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF

MASTER OF MANAGEMENT STUDIES

(MUMBAI UNIVERSITY, MUMBAI)

2012-13

ROLL NO. 129

SUJATA S SAWARDEKAR

GUIDED BY

PROF.PRAVIN MORE

YMT COLLEGE OF MANAGEMENT

INSTITUTIONAL AREA, SECTOR-4, KHARGHAR,

NAVI MUMBAI. 410210


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DECLARATION

I hereby declare that the project entitled MARKET PENETRATION OF PRINTING

PERIPHERALS(IMRB International) submitted to YMT College of management in

partial fulfilment for the award of master of management studies of university of Mumbai is

my original work and does not form any part of previously carried/conducted projects.

Signature of student

PLACE:

DATE:


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CERTIFICATE

This is to certify that the project entitled MARKET PENETRATION OF PRINTING

PERIPHERALS (IMRB International) submitted by Sujata Sawardekar in partial

fulfilment for the award of Master of Management studies of University of Mumbai is his

original and does not form any part of projects undertaken previously.

Also it is certified that the project represents the original work on the part of the candidate.

Place:

Date:

Signature of Director Signature of Guide


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ACKNOWLEDGEMENT

I would like to thank the University of Mumbai, for introducing the MMS course, there by

giving the student a platform to keep abreast with the changing business scenario, with the

help of theory as a base and practical as a solution.

I would like to express my gratitude and sincere thanks to my Project Guide

PROF. Pravin More, ymt college of management for instilling confidence in me to

carry out this study and extending valuable guidance and encouragement from time to time,

without which it would not have been possible to undertake and complete this project.

I would like to thank my supervisor Ajinkya chavan patil (IMRB International) for

guiding us throughout the summer project.

I also wish to extend my appreciation to Director Dr. C.Babu sir, for his kind co-ordination

and support. Last but not the least my colleagues for their valuable comments and

suggestions for making this a cherishable experience for me.

Signature of Student


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TABLE OF CONTENTS

SR.NO. TOPIC PAGE NO.1. INTRODUCTION

1.1COMPONYPROFILE

1.1.1HISTORY

1.1.2OURACHIVEMENTGOAL

1.1.3COMPANYSTRUCTURE

1.1.4ORGANISATIONCHART

1.2BUSINESSDIVISIONSANDSERVICES

1.3COMPETITORS

1.4 FORMULATING THE RESEARCH PROBLEM

STATEMENT

1.5OBJECTIVEOFSTUDY

1.6NEED&SIGNIFICANCEOFTHESTUDY

1.7BACKGROUNDOFSTUDY

2. RESEARCHMETHODOLOGY

2.1RESEARCHDESIGN

2.1.1RESEARCHAPPROACHSURVEY

2.2DATACOLLECTIONMETHODE

2.3LIMITATIONSOFSTUDY

2.4DEVELOPMENTOFHYPOTHESISANDITSTESTING

2.5DATAEVALUATION

3. DATAANALYSISANDINTERPRETATION

4. FINDINGS

5. SUMMARYANDCONCLUSION

6. RECOMMENDATION

7. ANNEXURE

8. BIBLIOGRAPHY


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1. INTRODUCTION

1.1 COMPONY PROFILE

Type Subsidiary

Founded 1970

Founder(s) Hindustan Thompson

Associates

Headquarters Mumbai, Maharashtra, India

Services Research, Business

Consulting and Survey

Employees 1200

About IMRB International

IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now JWT).

We are born out of conviction that good advertising can only be built on sound

consumer insight. We are the University of the Indian market research. We are one of

the top 20 Market Research companies in the world. IMRB was set up in 1970, a full

37 years after BMRB was set up in UK by JWT.

We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a 8.68

billion; revenue company with 138,000 employees in 2400 offices across 107

countries. Kantar is WPPs research, insight & consultancy network. Kantar was

founded in 1993, is now the worlds fourth largest research conglomerate. It boasts of

$1.7 billion worth of revenue with offices in 160 offices across 95 countries.
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Subsidiaryhttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Researchhttp://en.wikipedia.org/wiki/Management_consultinghttp://en.wikipedia.org/wiki/Management_consultinghttp://en.wikipedia.org/wiki/Statistical_surveyhttp://en.wikipedia.org/wiki/File:IMRB_logo_latest.jpghttp://en.wikipedia.org/wiki/Statistical_surveyhttp://en.wikipedia.org/wiki/Management_consultinghttp://en.wikipedia.org/wiki/Management_consultinghttp://en.wikipedia.org/wiki/Researchhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Maharashtrahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/Subsidiaryhttp://en.wikipedia.org/wiki/Types_of_business_entity


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1.1.1 History

IMRB was established in 1970 to provide market research services to the clients

ofHindustan Thompson Associates. Early clients included FMCG companies such

as Unilever, ITC,Ponds, and Horlicks. The initial decade saw rapid expansion into new

areas of business, with the first qualitative study being conducted by the end of the decade,

and IMRB pioneering psephology in India through an ongoing series of opinion poll surveys

forIndia Today, that successfully predicted Congress victory in the 1980 general election.

Subsequent decades saw the development of new verticals, with the creation of specialized

units and the offering of several syndicated research products. IMRB also played an

important role in the standardization of market research practice in India, and was

responsible for the creation in 1983 of the Socio-Economic Classification system, a method

now used across India to define target audiences. In 1987, as a founder member of the MRSI

[disambiguation needed], it helped evolve industry wide codes of conduct, and standards for

survey data collection that are still in use today.

With the global acquisition ofJ. Walter Thompsonby SirMartin Sorrell in 1987, IMRB

became a constituent ofWPP and continued its pace of growth, growing over 25% per

annum through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the

creation of specialized units focusing on development research, employee

satisfaction, loyalty programs, technology and media and the acquisition of several new

multinational clients. IMRBs insights also played a role in the development of several new

products for major Indian brands such as Marico, Bingo Chips, Godrej and Daburand by this

time supported 40 out of top 50 brands in India.

In 2002, as part of a process of rebranding, it changed its name from the Indian Market

Research Bureau to IMRB International, adopted a new logo, and began a process of rapidly

expanding its international services. This was accompanied by a shift from its offices

at Esplanade Mansion to its current premises in Dadar, Mumbai. As part of geographical

expansion, IMRB helped set up LMRBin Colombo, Sri Lanka in 1981 and AMRB in 1999

with headquarters in Dubai and offices throughout Middle East and North Africa.

In 1996, along with the Manufacturers Association for Information Technology (MAIT)

IMRB initiated the periodic ITOPS survey which monitors the IT hardware market among

households and businesses. Since 1998, in collaboration with the Internet and MobileAssociation of India (IAMAI), an industry body IMRB also started providing a series of
http://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/FMCGhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/ITC_Limitedhttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/Horlickshttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Psephologyhttp://en.wikipedia.org/wiki/India_Todayhttp://en.wikipedia.org/wiki/Indian_National_Congresshttp://en.wikipedia.org/wiki/Indian_National_Congresshttp://en.wikipedia.org/wiki/SEC_Classification_(India)http://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/MRSIhttp://en.wikipedia.org/wiki/Wikipedia:WikiProject_Disambiguation/Fixing_linkshttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/Martin_Sorrellhttp://en.wikipedia.org/wiki/WPP_Grouphttp://en.wikipedia.org/wiki/Loyalty_marketinghttp://en.wikipedia.org/wiki/Maricohttp://en.wikipedia.org/wiki/Godrej_Grouphttp://en.wikipedia.org/wiki/Daburhttp://en.wikipedia.org/wiki/Watson%27s_Hotelhttp://en.wikipedia.org/wiki/Dadarhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/w/index.php?title=Lanka_Market_Research_Bureau&action=edit&redlink=1http://en.wikipedia.org/wiki/Colombohttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/w/index.php?title=AMRB&action=edit&redlink=1http://en.wikipedia.org/wiki/Dubaihttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/North_Africahttp://en.wikipedia.org/wiki/North_Africahttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Dubaihttp://en.wikipedia.org/w/index.php?title=AMRB&action=edit&redlink=1http://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/Colombohttp://en.wikipedia.org/w/index.php?title=Lanka_Market_Research_Bureau&action=edit&redlink=1http://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Dadarhttp://en.wikipedia.org/wiki/Watson%27s_Hotelhttp://en.wikipedia.org/wiki/Daburhttp://en.wikipedia.org/wiki/Godrej_Grouphttp://en.wikipedia.org/wiki/Maricohttp://en.wikipedia.org/wiki/Loyalty_marketinghttp://en.wikipedia.org/wiki/WPP_Grouphttp://en.wikipedia.org/wiki/Martin_Sorrellhttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/Wikipedia:WikiProject_Disambiguation/Fixing_linkshttp://en.wikipedia.org/wiki/MRSIhttp://en.wikipedia.org/wiki/Target_audiencehttp://en.wikipedia.org/wiki/SEC_Classification_(India)http://en.wikipedia.org/wiki/Indian_National_Congresshttp://en.wikipedia.org/wiki/India_Todayhttp://en.wikipedia.org/wiki/Psephologyhttp://en.wikipedia.org/wiki/Qualitative_researchhttp://en.wikipedia.org/wiki/Horlickshttp://en.wikipedia.org/wiki/Pond%27s_Creamshttp://en.wikipedia.org/wiki/ITC_Limitedhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/FMCGhttp://en.wikipedia.org/wiki/JWT


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annual syndicated research reports named I-Cube which surveys the online and mobile

landscape in India. More recently, in 2010 IMRB launched the Web Audience

Measurement (WAM) system, Indias first standardized internet audience measurement

system based on a panel.

1.1.2OURACHIEVEMENTGOALS

IMRB has demonstrated its vision and leadership in the Indian market by establishing

several industry wide measurement and rating systems. Notable amongst these is our

pioneering role in establishing Indias first TV rating system (TAM) and the creation

of social economic classification (SEC) system in India.

We have won several prestigious awards. Amongst them the most noteworthy being

the MR Agency of the year from 2005-2009. We have presented cutting edge research

for several years at international forums including ESOMAR and won awards for our

efforts. We have also been awarded the WPPs Atticus award jointly with JWT.

1.1.3 Company Structure

IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson

Associates, which in turn is owned by Martin Sorrells WPP Group plc. Within WPP, IMRB

is aligned with the Kantar Group, an umbrella network of global market research companies

that together account for over $2 billion in revenues and form the worlds second biggest

market research conglomerate.

In India, IMRB International operates out of its five full service offices

in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional

centers for collection of survey information. Overseas, IMRB functions through its

associates -AMRB-MENA in the Middle East and North Africa, with offices

in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with offices in Colombo and

Sirius, headquartered in Dhaka.

IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years of

experience. As the oldest market research company in India, it has served as the training

ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and Meena

Kaushik, who went on to found their own companies.
http://en.wikipedia.org/wiki/WAM_(India)http://en.wikipedia.org/wiki/WAM_(India)http://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/Martin_Sorrellhttp://en.wikipedia.org/wiki/Martin_Sorrellhttp://en.wikipedia.org/wiki/WPP_Grouphttp://en.wikipedia.org/wiki/Kantar_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/w/index.php?title=AMRB-MENA&action=edit&redlink=1http://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/North_Africahttp://en.wikipedia.org/wiki/Algiershttp://en.wikipedia.org/wiki/Dubaihttp://en.wikipedia.org/wiki/Jeddahhttp://en.wikipedia.org/wiki/Casablancahttp://en.wikipedia.org/wiki/Cairohttp://en.wikipedia.org/w/index.php?title=Lanka_Market_Research_Bureau&action=edit&redlink=1http://en.wikipedia.org/wiki/Colombohttp://en.wikipedia.org/wiki/Dhakahttp://en.wikipedia.org/wiki/Dhakahttp://en.wikipedia.org/wiki/Colombohttp://en.wikipedia.org/w/index.php?title=Lanka_Market_Research_Bureau&action=edit&redlink=1http://en.wikipedia.org/wiki/Cairohttp://en.wikipedia.org/wiki/Casablancahttp://en.wikipedia.org/wiki/Jeddahhttp://en.wikipedia.org/wiki/Dubaihttp://en.wikipedia.org/wiki/Algiershttp://en.wikipedia.org/wiki/North_Africahttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/w/index.php?title=AMRB-MENA&action=edit&redlink=1http://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kantar_Grouphttp://en.wikipedia.org/wiki/WPP_Grouphttp://en.wikipedia.org/wiki/Martin_Sorrellhttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/JWThttp://en.wikipedia.org/wiki/WAM_(India)http://en.wikipedia.org/wiki/WAM_(India)


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1.1.4 Organisation chart

President

(Thomas. P)

Research Feild

Reginol feildderector

(north)

feild office

feild director

feild manager

EIC

TL

FLP

Reginol feild

derector (east)

feild office

feild director

feild manager

EIC

TL

FLP


(west)

feild office

feild director

feild manager

EIC

TL

FLP


(south)

feild office

feild director

feild manager

EIC

Tl

FLP

Analysis


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1.2BUSINESS DIVISIONS AND SERVICES

Given the specialized nature of its work, IMRB is organized into several independent

business divisions that focus on specific areas of market research. It currently has 8 business

units in addition to its oldest division-the quantitative research division.

In addition to its eight specialized units, IMRB also has Abacus field offices that are

responsible for the recruitment, administration and quality control of survey responses.
http://en.wikipedia.org/wiki/File:IMRB_divisions_crop.jpg


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While a significant amount of its work involves customized research such

as usage studies, branding studies, public opinion research, concept testing, product testing,

need assessment studies, packaging and label research, and market segmentation studies

IMRB also offers a variety of syndicated research products and reports that are widely used

as industry bench-marks ofconsumer behaviour, such as

MarketPulse, a continuous monthly tracking of household purchases across various

FMCG categories. The panel covers over 70,000 homes with 56,000 homes in urban and

14,000 in rural India and is widely used as a benchmark for purchase, and pricing behavior.

Its counterpart the Elite Household Panel tracks information in affluent, urban households

WAM and RAM, which is a standardized audience measurement systems that sample

web and radio audiences, and provide real time detailed segmented data on web usage

behaviors

ITops and ICube, syndicated annual research reports on the landscape of new

technology in India

TGI India, collaboration with TGI, which provides the largest single source marketing

and media information covering data on consumer attitudes, motivations, media habits and

purchase behavior.
http://en.wikipedia.org/wiki/Usability_testinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Concept_testinghttp://en.wikipedia.org/wiki/Product_testinghttp://en.wikipedia.org/wiki/Packaginghttp://en.wikipedia.org/wiki/Labelhttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Consumer_behaviourhttp://en.wikipedia.org/wiki/MarketPulsehttp://en.wikipedia.org/wiki/WAM_(India)http://en.wikipedia.org/wiki/Target_Group_Indexhttp://en.wikipedia.org/wiki/Target_Group_Indexhttp://en.wikipedia.org/wiki/WAM_(India)http://en.wikipedia.org/wiki/MarketPulsehttp://en.wikipedia.org/wiki/Consumer_behaviourhttp://en.wikipedia.org/wiki/Market_segmentationhttp://en.wikipedia.org/wiki/Labelhttp://en.wikipedia.org/wiki/Packaginghttp://en.wikipedia.org/wiki/Product_testinghttp://en.wikipedia.org/wiki/Concept_testinghttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Usability_testing


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How we are different?

We add value to clients - real value. We develop a learning culture that fosters

innovation and we also contribute to academia and policy makers. We have developed

a sustainable working environment that is good and fair to us and our clients. We have

the largest team of researchers and analysts with around 4 decades of leadership in the

region. We have 26 offices in 12 countries each of them equipped with specialized

units by research methods and industry sector. We have 4.4 million customer

interactions every year.

About methods and philosophy

Our perspective is unique. Our approach is refreshing. And our solutions provide a

comprehensive response to our clients needs, not packaged data but custom solutions

for clients. We offer services with the integration of qualitative and quantitative tools.

We are designed in India for India, our measures and scales are created to maximize

sensitivity. We work together with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS

and ICUBE. Our passion is to drive your business growth by combining consumer

understanding and brand knowledge with intuition and innovation.

Clients

Our top clients include BAT Group, Bharti Group, Cadbury, Ford Group, Frito Lay,

Glaxo Smithkline, Heinz, Indian Airlines, Intel, ITC Group, Millward Brown, Nestle,

Pepsi Group, Reckitt Benckiser, Research International, TVS Motors, Unilever Group,

VST and so on.

A few words from two of our esteemed clients:

As a team they produce thoughtful proposals, excellent fieldwork and presentations.

They are constantly involved in the work. They feel like a version of our own

office

IMRB showed a high degree of professionalism, rigor and discipline. An excellent level of

client servicing, need fulfilment, pro-activeness and analytical focus.


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1.3 COMPETITORS

ACNielsen

ACNielsen is one of the global leader in market research, information and analysis.

Ad Point

Ad Point is a Rajkot-Gujarat based Ad Agency that provide all kinds of services related to

media and promotion.

Advanced Strategies Pvt. Ltd.

Established in India in 2001 as Indias premier knowledge based emerging marketdevelopment company.

Ameya Dyechem Pvt. Ltd.

Ameya is one of the Fastest Growing Professionally Managed Industrial Marketing

Company in India. They are present in almost all Industrial segments in Indian Markets.

Asons Enterprise

Asons Enterprise is an Industrial Marketing company based in Chennai.It is in existence for

the past 10 years providing quality Hardware products and machineries to the retailers in

India.

Business Development Bureau (India) Private Limited

Business Development Bureau (India) Private Limited at Pune, India -- Business Growth

through Market Research

Business Development Bureau India Pvt Ltd

Providing business market research, global business market research, industrial business

market research, international business market research and corporate business market

research services.
http://explore.oneindia.in/detail/2/acnielsen-co-in.htmlhttp://explore.oneindia.in/detail/1/adpointindia-com.htmlhttp://explore.oneindia.in/detail/2/astrategies-com.htmlhttp://explore.oneindia.in/detail/5/ameyaindia-com.htmlhttp://explore.oneindia.in/detail/6/corroshield-net.htmlhttp://explore.oneindia.in/detail/5/bdbmr-co-in.htmlhttp://explore.oneindia.in/detail/8/marketresearchindia-org.htmlhttp://explore.oneindia.in/detail/8/marketresearchindia-org.htmlhttp://explore.oneindia.in/detail/5/bdbmr-co-in.htmlhttp://explore.oneindia.in/detail/6/corroshield-net.htmlhttp://explore.oneindia.in/detail/5/ameyaindia-com.htmlhttp://explore.oneindia.in/detail/2/astrategies-com.htmlhttp://explore.oneindia.in/detail/1/adpointindia-com.htmlhttp://explore.oneindia.in/detail/2/acnielsen-co-in.html


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Capital 4U

Offers services such as stock cash, stock future, nifty tips, strategy options, commodity and

NCDEX services.

Cherry International

Cherry International (CI) is led by Rajan Cherian, a mechanical engineer from BITS Pilani,

with over 20 years of marketing experience in dealing with Government and Private Sector

in India. Cherry Offers marketing research, business strategy and other services to help

Australian companies do business in India.

Data Search (P) Limited

Data Search (P) Limited is one of the largest Market Research Field Organisation in India.

DSPL offers complete range of market research field activities and hence organise both

qualitative and quantitative research.
http://explore.oneindia.in/detail/11/indiamart-com-capital4ufinancesolutions.htmlhttp://explore.oneindia.in/detail/5/cherryinternational-com-au.htmlhttp://explore.oneindia.in/detail/2/datasearchindia-com.htmlhttp://explore.oneindia.in/industry/advertisingandmarketing/marketresearchcompanies/http://explore.oneindia.in/industry/advertisingandmarketing/marketresearchcompanies/http://explore.oneindia.in/detail/2/datasearchindia-com.htmlhttp://explore.oneindia.in/detail/5/cherryinternational-com-au.htmlhttp://explore.oneindia.in/detail/11/indiamart-com-capital4ufinancesolutions.html


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1.4FORMULATING THE RESEARCH PROBLEM STATEMENT

The company has its own challenges and problems in a particular field. The IMRB

INTERNATIONAL provides the services in the area of market research, consultancy, help

in making decisions to other company and many more. For service Sector Companys

emphasis has been on understanding the customer. Today, firms have realized that their

ability to compete is independent on their relationship with their target customers.

Based on this understanding, the IMRB INTERNATIONL, on behalf of GATI

COURIER COMPANY want to know whether the innovative product should be launched or

not with the help of project PIGEON.IMRB INTERNATIONAL wants to know more about

the satisfaction level of HOME SHOP-18 customers and their relationship towards

customers with the help of project JAB MAN CHAHE-III. The company also want to know

the competitors promotional activities and its impact on the business and the customers. So,

in this context, the given title of the project is very essential for the company point of view.


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1.5 OBJECTIVE OF STUDY

To study the customers satisfaction level of different companies towards the services

provided by them through market research company IMRB INTERNTIONAL.

To study the demand for the new product before launching in the market.

To analyze the promotional activities

To study the competitors phenomenon towards the customers relationship and

promotional activities.

To study the overall service after sales facility offered by different companies

through IMRB INTERNATIONAL.

To identify the customers suggestions with respect to various services provided by

various firm through IMRB INTERNATIONAL.


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1.6NEED &SIGNIFICANCE OF THE STUDY

What type of customer will buy the product or service?

Where are these customers located?

How often do they use it?

What is the Competition?

What are people paying?

What is the Potential for the Market to Develop?

What is my share of the Market?


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1.7 BACKGROUND OF STUDY

As an intern I was selected in IMRB INTERNATIONAL as a data collector. I enrolled

with them from 2nd of may 2011. They assigned me a project on 15 th ofmay 2011 called I-

Tops in which I suppose to get the information of customers and shop owners about IT

peripherals, with the help of questioner given to me.

Project[I-TOPS]

PRINTING PERIPHERALS

I-tops want to test market penetratation of printing peripherals. IMRB which is market

research company, they assigned me 1 project called I-tops in which i have to to do theresearch ( data collection ) about its new printer.

Idea was to make aware of new printer, i.e office jet pro. This idea deals with those printers,

who delivers quality prints enable with web related function.

Research is to be done on Outlets, factories, offices, banks, hospitals and service

organisations which type of printer they are using (Dot matrix printer, Ink-jet printer,

laser printer)

Which printer they are using?

For what purpose they are using their printers?

How many cartridges have they purchase in last 1 year?

How many bundles/rims of printers does their establishment use in a month?

Are they aware of office jet pro?

If no. den we have to explain them about office jet pro, its functions

If yes, then are they using office jet printer? If yes, then why> and if no, then why?


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DOTMATRIX PRINTER

A dot matrix printer or impact matrix printer is a type of computer printer with a print head

that runs back and forth, or in an up and down motion, on the page and prints by impact,

striking an ink-soaked cloth ribbon against the paper, much like the print mechanism on

a typewriter. However, unlike a typewriter or, letters are drawn out of a dot matrix, and thus,

varied fonts and arbitrary graphics can be produced. Because the printing involvesmechanical pressure, these printers can create carbon copy and carbonless copy paper.

Features of Dot-matrix printer

low purchase cost.

can handle multipart forms.

cheap to operate, just new ribbons.

rugged and low repair cost.

noisy.

low resolution. You can see the dots making up each character.

Not all can do colour.

Colour looks faded and streaky.


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INK-JET PRINTER

An inkjet printer is a type of computer printer that creates a digital image by propelling

droplets of ink onto paper. Inkjet printers are the most commonly used type of printer and

range from small inexpensive consumer models to very large professional machines that can

cost tens of thousands of dollars.

Features of Ink-jet printers

Increased efficiency, reduced production cost,

Faster response, just in time customisation,

Zero setup cost, cost effective,

Reduced inventory,

Many applications

Less speed compare to laser printer

It dosent last forever, replacementparts arent common or readily available.


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LASER PRINTER

A laser printer is a common computer peripheral that rapidly profuse high quality text and

graphics on plain paper. As with digital photocopiers and multifunction printers (MFPs), laser

printers employ a xerographic printing process, but differ from analogy photocopiers in that

the image is produced by the direct scanning of a laser beam across the printer's

photoreceptor.

Features of Laser printer

Colour printing is possible

Print quality is good

Noiseless

Printing speed is high

Most models are relatively light weight and compact so they don't take up too muchspace on the desk

Not be the printer of choice for everyone, Due to the cost of ink, running an inkjet

printer over time is a more expensive than a laser printer.

Prints emerge from the printer slightly wet and may need time to dry.

Printing is slower and therefore inkjets aren't designed for high volume printing


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Office jet pro printer

1. Office jet pro is a printer with ability to deliver quality prints enabled with web

related functions. ( copy, scan, fax functions are available in-all-in one office jet pro )

Key elements of office jet pro

Professional colour print at a lower cost

Take prints while on the move web enabled

Print speeds equivalent to a laser printer

Versatility in copy and scan solution

Exceptional energy and resource savings

Advantages of office jet pro

50% lower cost than laser printer

Consumes 50% less paper than laser printer

Consumes 50% less energy than laser printer

70% less supplies and packaging weight compared with laser printer


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2. RESEARCH METHODOLOGY

RESEARCH:

A way of examining your practice

Research is undertaken within most professions.

More than a set of skills, it is a way of thinking: examining critically the various

aspects of your professional work.

It is a habit of questioning what you do, and a systematic examination of the observed

information to find answers with a view to instituting appropriate changes for a more

effective professional service.

DEFINITION OF RESEARCH

When you say that you are undertaking a research study to find answers to a question,

you are implying that the process;

1. Is being undertaken within a framework of a set of philosophies

( approaches);

2. Uses procedures, methods and techniques that have been tested for their

validity

and reliability;

3. Is designed to be unbiased and objective.

Philosophies means approaches e.g. qualitative, quantitative and the academic

discipline in which you have been trained.

Validity means that correct procedures have been applied to find answers to a

question. Reliability refers to the quality of a measurement procedure that provides

repeatability and accuracy.


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Unbiased and objective means that you have taken each step in an unbiased

manner and drawn each conclusion to the best of your ability and without

introducing your own vested interest.

(Bias is a deliberate attempt to either conceal or highlight something).

Adherence to the three criteria mentioned above enables the process to be called

research.

However, the degree to which these criteria are expected to be fulfilled varies from

discipline to discipline and so the meaning of research differs from one academic

discipline to another.

The difference between research and non-research activity is, in the way we find

answers: the process must meet certain requirements to be called research. We can

identify these requirements by examining some definitions of research.

The word research is composed of two syllables, re and search.

re is a prefix meaning again, anew or over again

Search is a verb meaning to examine closely and carefully, to test and try, or to probe.

Together they form a noun describing a careful, systematic, patient study and

Investigation in some field of knowledge, undertaken to establish facts or principles.


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2.1 RESEARCH DESIGN

A research design is the logical and systematic planning and directing of piece of research. It

attempts to integrate various aspects of the research study. It brings the various phases of

research under the control of the researcher. The design also takes in account the availability

of time, energy and other resources at disposal. The word design suggests a research plan or

design in purposive. It also brings out the interrelationship between all these phases and

highlights the implication of every step with reference to the previous as well as further steps

in study. It thus helps the researcher to better appreciate the study in its totality.

1. Research approachSurvey

2. Data sourcePrimary3. Research instrumentQuestionnaire

4. Sampling planproject A[40] & project B[80]

5. Data analysis


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2.1.1 RESEARCH APPROACHSURVEY

The project has to be continuing with survey method. It is one of the effective and best

methods of collecting primary data

There are different research approaches and the research instrument that were

employed during the research work. The common research approaches for collecting the

primary data are observations, focus group, surveys and experiments.

In this case, a general survey to gain knowledge about the market, commonly know as

the pilot survey was undertaken where particularly information was gathered wit respect to

brands, people/ consumer perception so that it serves as a foundation to prepare the

questionnaire for collecting primary data and that it helps in deciding other methods to be

adopted which may be useful in gathering the necessary information.


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2.2 DATA COLLECTION METHODE

I supposed to get data from respondent who was satisfied as well as not satisfy with the

product and service. This informations are nothing but the systematically processed and

relevant ideas. So, in other words we can say that, Information Is out Come of Processed

Data.

Here, I supposed to get only primary data with the help of questioner provided to me by

IMRB International. I have collected data for qualitative and quantitative research as well.

Primary data

In this project primary data has been collected by:

Interviews with IT head or owner

Interviews with existing customer for collecting of background information such as:

liking of service of company, product quality, complaint handling techniques, appeal

of the product, and attraction of the product.

Deep going discussions have been done with current customer of office jet pro printereven to apply information and further discussions after the questionnaires.

Questionnaires have been used for extracting information from customers and owner.

The questionnaires are used to get exactly and comparable answers in questions.

Primary data has given answer in following questions in each of the studied markets:

Competitors name and position

Employee size and no. of printing peripherals

Customers and the different segments they belongs.

Awareness of OFFICE JET PRO printer.

Services of the company


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Perception of potential customers towards their service and products .

It is collected to solve a problem or take the advantage of the opportunity on

which decision is pending. In this project the primary data is collected through a survey and

well designed questionnaire. It is of close ended questions of multiple choices.

PROJECTITOPS

I had to collect the data from factory owners, IT head of the office, service

organizations.

I had to collect the data from the retailers. These retailers were grocery stores,

stationary stores and medical stores. It was divided into organized and unorganized

stores. I had to take the interview from both organized and unorganized stores to

know whether they are using any printer or not. Organized stores are those stores

which have only one branch and unorganized stores are those stores which have

more than one branch.

I have to take the interview of around 20 minutes from the owner of the stores or

office.


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THE BASIC TYPES OF RESEARCH ARE AS FOLLOWS:

Descriptive vs. Analytical:

Descriptive research includes surveys and fact-finding enquiries of different kinds. The

major purpose of descriptive research is description of the state of affairs as it exists at

present. In social science and business research we quite often use the term Ex post facto

research for descriptive research studies. The main characteristic of this method is that the

researcher has no control over the variables; he can only report what has happened or what is

happening. In analytical research, on the other hand, the researcher has to use facts or

information already available, and analyze these to make a critical evaluation of the material.

Applied vs. Fundamental:

Research can either be applied (or action) research or fundamental (to basic or pure) research.

Applied research aims at finding a solution for an immediate problem facing a society or an

industrial/business organisation, whereas fundamental research is mainly concerned with

generalisations and with the formulation of a theory. Research studies, concerning human

behavior carried on with view to make generalizations about human behavior, are also

examples of fundamental research, but research aimed at certain conclusions facing a

concrete social or business problem is an example of applied research.

Conceptual vs. Empirical:

Conceptual research is that related to some abstract idea(s) or theory. It is generally used by

philosophers and thinkers to develop new concepts or to reinterpret existing ones. On the

other hand, empirical research relies an experience or observation alone, often without due

regard for system and theory. It is data based research, coming up with conclusions which

arc capable of being verified by observation or experiment.


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Quantitative vs. Qualitative:

Quantitative research is based on the measurement of quantity or amount. It is applicable to

phenomena that can be expressed in terms of quantity. Qualitative research, on the other

hand, is concerned with qualitative phenomenon, i.e., phenomena relating to or involving

quality or kind.

ProjectI-TOPS [Quantitative & Qualitative research]


In this project i have used Quantitative & Qualitative research. Further you can see all

different types of questionnaire Quantitative as well as Qualitative with sample size of 40.


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SCOPE OF STUDY

ProjectITOP [Quantitative & Qualitative research]


The scope of the study was limited to Mumbai city. As the sample size was 40 respondents

only. In todays cut throat competition to increase the market share there is need to satisfy

the customers needs and wants. For this purpose all organizations are required to conduct

research work to understand customers needs and expectation from the company.

GEOGRAPHIC SCOPE

ProjectI-TOPS

The research is conducted in the Mumbai city, in the major areas where most of the shop and

commercial offices established. So covering these major areas can make a good

representative sample.

The areas were-

Andheri, Bnadra, Kurla, Dadar, Thane, Vashi, Belapur, Ghatkopar, dombivli etc.

TIME SCOPEI had given a period of one month. The areas that I am supposed to cover were

manageable in this period. I started my project from 15th May, 2011 till 19th June 2011.


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2.3 LIMITATIONS OF STUDY

In case of:-

ProjectI-TOPS

Limited area has been given to me.

I have to get the interview of only shop owners, directors and IT head..

Time frame given to was 15thmay to 19th June.

I have to meet two type of shop owner

o Organized

o unorganized

I must have to get data of IT heads who are taking decision of IT peripherals.


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2.4 DEVELOPMENT OF HYPOTHESIS AND ITS TESTING

What is a Hypothesis?

A hypothesis is the assumption that we make about the population parameter. This can be

any assumption about a population parameter not necessarily based on statistical data.

ProjectI-TOPS

A sampe of 20 is done at factories and outlets, and remaining 30 samples are done at offices.

A sammple of 5 customers in each area i.e. in Dombivli, Thane, Ghatkoper, Kurla, Dadar,

Andheri, Bandra, Airoli, Vashi and Belapur showed that 20 offices and 4 outlets were using

new innovative office jet pro printer. We can say that the observed discrepancy is due to

fluctuation of sampling or that of proportions of customers in favour of new innovative

office jet pro printer is used higher in office area.

HO: - A = B

H1:- A > B

A and B are proportions of customers in favour of new innovative office jet pro printer in

office area and other area [factories, outlets] area respectively.

A = 20/30 = 0.69

B = 4/20 = 0.20

t = (A-B) / pq(1/n1+1/n2)

p = (20+4)/50 = 0.48

q = 1-0.48

= 0.52

t = (0.69-0.20)/(0.48*0.52)(1/30+1/20)

t = 3.5

Tail = 2.546


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t table = 1.64

We are carrying out one sided test.

t calculated is more than t table

We do reject Ho at 5% level.

Hence we conclude that customers are not in favour of office jet pro printer.


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2.5 DATA EVALUATION

All the data collected was filtered & only relevant data is introduced in the report which

helped in achieving objective of the project. This relevant data is finally analyzed andevaluated to make the final report and to deduce final conclusion.


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3. DATA ANALYSIS AND INTERPRETATION

Data analysis is the process of transforming raw data into usable information, often

presented in the form of a published. The process of evaluating data using analytical andlogical reasoning to examine each component of the data provided. This form of analysis is

just one of the many step that must be completed when conducting a research experiment.

Data from various sources is gathered, reviewed, and then analyzed to form some sort of

finding or conclusion. There are a variety of specific data analysis method, some of

which include data mining text analytics business intelligence, and data visualizations.


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ProjectI-TOPS

USAGE OF PRINTER

INTERPRETATION

From the above graph we can see that 95% respondents were using printers, and only 5% respondents

were not using printer. So that I can say that, in todays world, printer is very important for any

organisation.

YES

NO


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USERS OF PRINTER

INTERPRETATION

I have allotted 9-10 areas which was Dombivli, Thane, Ghatkoper, Kurla, Andheri, Bandra,Vashi and Belapur. I got good response from Vashi, Belapur and Andheri, because of the

income and standard of living of the respondents. Responses from Dombivli and Kurla was

bad because they wee telling that why should I purchase Office-jet printer for printer while

I can use my printer, I am satisfied with my printer.

From the above graph I came to know that 50% of the users were using Laser printer, 30%

users were using OJ pro printer, 12% users were using Ink jet printer and 8% users were

using Dot matrix printer.

0

2

4

6

8

10

12

14

16

18

20

Dot-matrix Ink-jet Laser Office-jet pro

offices

factories

outlets


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AWARENESS OF OFFICE-JET PRO PRINTER

INTERPRETATION

Most of the respondents were aware of Office-jet pro printer. Some respondents do have

some type of business with office-jet pro printer so they do aware of the product, and some

of respondents do not have any idea about this printer, so they do not aware of this printer.

0

5

10

15

20

25

30

35

Factories Outlets Offices

Aware

Unaware

Total


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LIKENESS TO PURCHASE OF OFFICE JET PRO PRINTER

INTERPRETATION

Refer to the above graph I can say that most of the respondents were extremely liked to

purchase this Office-jet pro printer. Some respondents were in neutral zone, and very few

respondents were not interested or not at all like to purchase this printer.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Extreme likely somewhat likely neautral somewhat not

likely

not at all likely

Column1

Series 2


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REASONS FOR USING OJ PRO PRINER

INTERPRETATION

From the above graph I came to knw that 55% of the users were planning to buy OJ pro

printers because it offers lots of features, 25% of the users were planning to buy this printer

because it saves energy and resources, 15% of the users were planning to buy because it has

affordable price and 5% users were planning to purchase this printer because it provides low

cost of ownership.

So i can say that this OJ pro printer is beneficial for any organisation because it provides lot

of features, low cost of ownership, even it helps to save an energy and resources and it has

affordable price.

0

0.1

0.2

0.3

0.4

0.5

0.6

affordable price low cost of

ownership

lot of features helps to save

energy and

resource

reasons


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REASONS FOR NOT USING OJ PRO PRINTER

INTERPRETATION

From the above graph we can see that, 50% of the users were not interested to buy OJ pro

printer because its new to the market, 30% of the users were not interested because they were

satisfied with their own printer and 20% of the users were not interested to buy this printer.

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

0.45

0.5

do not wish to

purchase any new

printer

new to the market satisfied with existing

printer

reasons


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GENDER OF THE RESPONDENTS

INTERPRETATION

I have analysed that male was more then female because of data base given to me. The

interview I have taken was more of IT heads that is why the number of female respondents

are less.

Gender of the respondents

Male

Female


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OCCUPATION OF RESPONDENTS

INTERPRETATION

I have analysed the data given to me in that the maximum number of respondents was

Directors of an organisation and IT head of an organisation.

0

2

4

6

8

10

12

14

16

Factory owners Outlet owner Directors IT head Others

Respondants

Respondants


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PRODUCT QUALITY

INTERPRETATION

As data, I have analysed most of the respondents were fall in under best category. It says that

the product quality of Office-jet pro printer was as per the customer need and wants.

0

2

4

6

8

10

12

14

16

18

WORSE GOOD BEST EXCELLENT

RESPONDENT 1

RESPONDENT 2

RESPONDENT 3

RESPONDENT 4


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4. FINDINGS

Some of the customers were well satisfied with their printers and some were not

satisfied with the services provided by their printer i.e. laser, ink-jet or dot-matrix printer.

Pricing strategy of Office-jet pro printer is not fluctuating like other printers.

There are large number of customers were satisfied due to the elements and features

of the Office-jet por printer

The customers those who used the functions like copy, scan fax are giving more

preference to the office-jet pro printer.

People get to know about the services provided [like good quality, 50% less

consumption of papers and energy than other printer] by the Office-jet pro printer.

it provides professional colour print at lower cost.

The customers those who used the printers are giving more preference to the office-jet

printer. People get to know about the printer by internet, pamphlets, so it states that company

put more attention towards internet and pamphlets rather than any other media.


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6. SUMMARY AND CONCLUSION

I-TOPS [I-Gate] was doing well enough to provide its service to people of Mumbai but area

allotted to me was neither bad nor good but people of govandi was not liking this innovative

idea.

The response of I-TOPS COMPANY was all positive in area like Andheri, Vashi and

Belapur. The only reason was the income level of people working in these area was high..

The people who are working in these area were Gujrati, Maharashtrian and Muslim having

high income. These people are mostly involved in using Office-jet pro printers due to their

functions due to which all the results were positive.

Office-jet printer produced by I-Gate company is beneficial for all business as it consumes

50% less energy and papers than Laser printer and it provides professional colour print at

lower cost.


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6. RECOMMENDATION

ProjectI-TOPS

It is very challenging idea created by I Gate company but not impossible they can

get success in this idea only when they will concentrate on area which is suitable.

Are like Dombivli and Kurla, which were allotted to me was not suitable but area like

Vashi and Belapur were very much suitable for implementing this idea.

Firstly, they should increase the promotional strategies, because most of the

customers are not aware about office-jet pro printer.

Secondly, most of the people do not know about the functions of office-jet pro

printer, so before implementing this idea they should do some marketing activity

through which customers can get idea about the functions and features of office-jet

pro printer.

Idea can be successful only if they will concentrate area wise segmentation.

Customers of office-jet pro printer can be satisfied with these following reasons:

Poduct should not be damaged

Poduct should not be defective

Product should be as per specification

Partial product should not be delivered

Order should be delivered on time

Received the product with the bill


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7.ANNEXURE

Do you have printer in your organisation?

Yes

No

If yes, then which printer do you have in your organisation?

Dot matrix

Ink jet

Laser printer

Office jet

How many printers do you have in your organisation?

Number -

What was the total investment made by your organisation on printers?

Amount - .

Does your organisation use colour in the printed material?

Yes

No

If no, then could you please tell me what are the reasons for not using colour in your printing

material?

Cost of colour cartridge is high

Volume of text documents is high

Colour ink gets over soon when compared with black ink

Maintenance cost is high for a colour printer

Other

Are you planning to buy any new printer in next one year?

Yes

No


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If yes, then how many printers are you planning to buy in next one year?

Number -

Which brand of printers did you install in your organisation?

Canon

Epson

HP

Xerox

Other

what are the applications for which your printers are used in your organisation?

Printing bills

Printing receipts

Printing notices

Printing reports

Printing letters

Printing ledger

Printing pictures

other

Could you please tell on an average how many of the following type of cartridge do you use

in a month?

Black and white

Colour -

Can you tell me on an average how many bundles/rim of printer paper dose your

organisation use in a month?

Number -


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Will were you aware of office jet pro printer earlier?

Yes No

How likely are you to purchase this printer for your organisation when you purchase a

printer?

Extremely likely

Somewhat likely

Neutral Somewhat unlikely

Not at all likely

What is the most compelling reason for you to consider purchasing an OJ pro printer?

Affordable price

Low cost of ownership

Can take colour printouts at an affordable cost

It offers a lot of features

It helps to save energy and resource

Other

What is the reason for you to not consider purchasing OJ pro printer?

Do not wish to purchase any more printer

Its new to the market

I am very satisfied with my existing printer

Other


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8. BIBLIOGRAPHY

http://www.wikipedia.org/

http://www.google.com/

http://www.imrbint.com

Kotlar Philip, Marketing Management, Twelfth Edition, Published by Prentice Hall

India ltd, New Delhi, 2011.

T.N Chabra, Marketing Management, Third Edition, Published by Himalaya

Publication, Mumbai 2010
http://www.wikipedia.org/http://www.google.com/http://www.imrbint.com/http://www.imrbint.com/http://www.google.com/http://www.wikipedia.org/

market penetration of printing peripherals

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